Business owners and their sales and marketing teams benefit immensely when they take the time to understand more about the quirky and irrational nature of effective persuasion. Human psychology is often incorporated into consumer driven marketing and sales, but sometimes gets trumped by market and segment analytics in a B2B (business-to-business) context. For B2B businesses, giving sufficient credence to the role that humans play in the persuasion dance is an often overlooked but excellent place to start your go-to-market plan development or refinement. For insight into enhancing and…